Former Marks & Spencer creative designer Yasmin Yusuf, who left M&S in October 2004 following the launch of the brand’s limited collection, has been appointed a new chief executive of high-street fashion retailer East, reports the British Vogue. Yusuf, joined East after considering a number of other business proposals, and will take her position in April 2005.

“I was very impressed with East from the first time we talked,” she said. “It’s a good company and my job now is to make it a great company. I believe East has the potential to become a major international fashion brand,” Vogue quoted Yusuf as saying.

The India-inspired clothing chain was set up in 1994 and now comprises 58 shops and concessions, but none outside the United Kingdom. Yusuf is replaced by Kate Bostock at Marks & Spencer.